Deputy Director of the National Centre RUSSIA shared how to create events people fall in love with

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The mini-lecture "What Is the National Centre?" for participants of the federal educational programme "Event Management Workshop" was delivered on May 13 by Anastasia Zvyagina, Deputy Director General of the National Centre RUSSIA. The programme of the third training module included expert presentations by representatives of the National Centre RUSSIA’s Directorate.

Using examples of major events from the International RUSSIA EXPO and the National Centre RUSSIA, Anastasia Zvyagina explained how cultural and public projects can attract media attention, identified the main sources of inspiration for organising bright and memorable events, emphasised the importance of balancing a creative approach with following regulations, and shared her secrets for creating "dream events."

"To achieve success, you need three main components: a striking idea, systematic work, and a team of active dreamers and kindred spirits who will help you keep going under stress. And of course, you need to love life, love your work and your project, be confident but not overconfident — and then it will be much easier to get through any hardships, even the most difficult times," Anastasia Zvyagina said.

The Deputy Director General of the National Centre RUSSIA noted the importance of combining different event formats and keeping up with trends. But above all, according to Anastasia Zvyagina, the most important thing is the genuine emotions of the visitors.

"If the emotion is real and genuine, all generations will understand it. The team’s main source of inspiration at the National Centre RUSSIA is the authentic emotions of people. When, after an event, people come up to you and say, ‘That was truly moving,’ you can’t help but look for new formats and new meanings. We strive to grow, to develop, and we make every effort to ensure our guests are interested. We want them to be inspired, to dream, to feel proud, and to fall in love with their country more and more every day," Anastasia Zvyagina concluded.

The "Event Management Workshop" is a federal educational programme of the "New Media Workshop" and the Polylog consulting group. The key goal of the project is to teach producers, NGO representatives, and specialists in youth and cultural policy how to create high-quality events that promote national culture and traditional Russian values.

The in-person training is held in Moscow in three modules: "Event as an Instrument of Influence," "The Anatomy of Events," and "The Future of the Industry." The knowledge and skills acquired by the participants can be applied in the implementation of their own projects and initiatives.